3 Types of Marketing Content Every Advisor Needs

When looking at what content you should be adding to your website, email campaigns, and social media platforms, it is important to understand the different types and when they are best implemented. Here, we’re tackling the three essential types of content you should be populating your pages with and why they are important.

Evergreen

Evergreen content is content that is more generally focused, informative, and educational. It never really expires and therefore stays “fresh” longer. Our content library at FMG Suite features over 400 pieces of evergreen content to educate, entertain and convert prospects for our clients.

Evergreen content is important for service professionals to utilize because it may make it easier to stay relevant on social media channels. Producing customized, specific content multiple times a week can be draining. And when service professionals face this challenge, they often drop off social media altogether. We don’t suggest publishing evergreen content 100% of the time, but it is a great tool to keep your audience engaged regularly.

Topical

Topical content is timely content that service professionals should feature in their blogs and on social media. This content relates to a very timely piece, such as a news event, a holiday, or another topic that is worthy of exploration at that particular time. This is a service professional’s opportunity to dive deeper into the topics that relate most to their specialties.

Topical content is important because it is more personal and it makes clients feel like you are reaching out to them specifically to help them solve a problem. For example, if a financial advisor knows that the majority of their clients are planning for retirement, they might create content that discusses the new Social Security benefit rules regarding claim-and-suspend filing options. These posts also have the potential to yield higher click-through rates because they relate directly to what is front-of-mind for clients. The best way to produce topical content is to stay up-to-date on current trends and regulations in your industry and turn these events into a way to reach out to clients.

Personal

This is most likely the type of content that has service professionals stumped, but it is important to discuss. Personal content transforms a service professional’s website and social media platforms from an online brochure to a real person that is reaching out to their clients in a high-touch way. We suggest sharing one-third personal content and two-thirds topical and evergreen content. However, service professionals should only get as personal as they are comfortable doing.

Some examples of personal content that clients love to see are pictures from a recent charity event that your business participated in, a big life event like the birth of a grandchild, or pictures from a recent family vacation. Because of the advances of the Internet and social media, it can be easy to lose the personal connection that service professionals work so hard to foster with clients. Personal content helps rekindle that relationship and remind clients that they are working with a real person.

We can’t stress enough the importance of content marketing, which is why it’s important to lay out different types of content and how they can help populate your website, emails, and social media platforms. Great content not only helps clients feel more connected to their service professional, but it is more likely to be shared and reach a wider audience.